No matter what size event you're planning, your ability to attract sponsors can make the difference between mediocre and memorable. Sponsorships not only ensure you can fund the event, they also enhance your organization's image, especially if you partner with well-known and respected companies and organizations. For small businesses, these sponsorships are crucial because they allow you to host events you might not otherwise be able to afford.

Draw on Your Network

Start by calling on your existing connections, from employees to board members. They might have connections within the community you can use to seek out corporate sponsorships. For example, one of your board members might work at a large accounting firm that frequently sponsors community events. Or, your human resources director might belong to the same professional association as the CEO of a local corporation that prides itself on being a good corporate neighbor.

Call on Former Sponsors and Donors

Sometimes your best bet is to contact individuals and organizations that have supported you in the past. They're already familiar with your mission and values, so you won't have to sell them on why a sponsorship makes sense. They've previously made a commitment to your organization, and even if it was a small donation, this prior support makes them more likely to want to help you now. Remind them of how successful your relationship has been, and outline exactly how their contributions helped you in the past.

Approach Companies Related to Your Mission

Businesses are more likely to offer sponsorships if they have an interest in the kind of event you're organizing. For example, if you're planning a fundraiser for a local animal rescue group, target pet supply stores, pet food manufacturers and veterinarians. If your event is related to raising awareness about the environment, approach health food stores or companies that manufacture eco-friendly products. Start with a targeted list of prospects instead of randomly contacting companies.

Target the Appropriate Departments

When reaching out to companies you don't currently have a relationship with, talk to the person or department most likely to handle corporate sponsorships. At many corporations that's probably the marketing department, but it could also be the public relations, public affairs or community outreach departments. It's important to find the right contact so you can avoid being turned down by someone not familiar with corporate sponsorship events. Further, companies with departments dedicated to community involvement are likely to be more receptive to your request for sponsorship.

Seek Out Media Sponsorships

Media outlets frequently seek ways to increase their community involvement, sponsoring everything from bridal fairs to pet adoption events. Partnering with local organizations helps them attract readers, viewers and listeners, and your organization will get a boost from the high-profile association. When media organizations sponsor events, they also advertise them heavily, so you'll benefit from the free publicity.